The short versionFanta's Halloween 'Haunted Universe' campaign was developed with GRAiL, an entertainment studio Marketing Dive describes as powered by artificial intelligence. Coca-Cola calls it a human-led creative process. Creative Bloq reports almost all comments on the ad are negative, with many people vowing never to buy Fanta again. If you use AI for a Halloween promo, keep your real product on camera, use AI behind the scenes and label realistic AI content.
Fanta wanted a Halloween universe. Some of the people who saw it before a movie want to stop buying Fanta instead. According to Creative Bloq, "Almost all of the comments are negative, and there are many from people vowing to never buy Fanta again."
What happened
In August, The Coca-Cola Company introduced Fanta's Haunted Universe: four original characters inspired by classic horror legends, launched with a cinematic trailer. Coca-Cola says Fanta worked with GRAiL, an entertainment studio that helped build the universe from the ground up, "using technology as part of a human-led creative process."
Marketing Dive is more direct, describing GRAiL as "an entertainment studio powered by artificial intelligence."
The details
The campaign was developed by WPP Open X, led by Ogilvy, and goes live in 50 global markets, Marketing Dive reports. Fanta's global VP of marketing, Ibrahim Khan, told the outlet last year's Halloween campaign delivered 10 billion impressions, and compared AI's role to hand-drawn animation evolving into CGI.
The reaction has been rougher. Creative Bloq reports that some moviegoers saw the ad before the Resident Evil film. One viewer said: "I couldn't quite believe my eyes, but it was certified AI slop." Another commenter asked: "Makes you think what are they putting in their food to lower the production cost?"
What isn't reported: any effect on sales or an organized boycott. Creative Bloq describes comments only.
Why brands should care
Our take: people aren't angry that a brand used AI. They react when it looks cheap, because then the product looks cheap too. That second comment says it out loud: a shortcut in the ad made someone question what's in the can.
Platforms are also giving people more control. TikTok is testing an AI-generated content control in "Manage topics" so people can choose how much AI content they see in their For You feeds. It's a test, not a full launch.
What to do
Planning a Halloween promo? These are our suggestions, not Coca-Cola or TikTok guidance:
- Keep your product real. Film the actual drink, dish or service on your phone.
- Use AI behind the scenes. Scripts, captions, edits and ideas are where it saves time without changing what customers see.
- Label it when it looks real. TikTok requires creators to label all AI-generated content that contains realistic images, audio and video.
Sources
- Creative Bloq: Fanta's AI slop Halloween advert is a real horror show (Oct 8, 2026)
- The Coca-Cola Company: Fanta Brings Halloween to Life With an All-New Entertainment Universe
- Marketing Dive: How Fanta's Haunted Universe helps turn Halloween into a platform
- TikTok Help Center: About AI-generated content
- TikTok Newsroom: More ways to spot, shape and understand AI-generated content (Mar 10, 2026)
FAQ
Was Fanta's Halloween ad made with AI?
Fanta worked with GRAiL, which Marketing Dive describes as an entertainment studio powered by artificial intelligence. Coca-Cola says GRAiL used technology as part of a human-led creative process, and Creative Bloq credits the imagery as AI-generated.
Why are people upset about Fanta's Halloween ad?
Creative Bloq reports that almost all comments are negative, with one viewer calling it certified AI slop and many people vowing never to buy Fanta again.
Do I have to label AI-generated content on TikTok?
Yes. TikTok requires creators to label all AI-generated content that contains realistic images, audio and video.
